The campaign aimed to raise awareness among customers about the need of replacing the old HCAs (heating cost allocators) because of expired batteries. On the other hand, Techem as leading global energy service provider for the real estate sector and private homeowners made available for Bulgarian market product of new generation - Radio-based heat cost allocator.
Overall, the service of the companies for heat accounting in Bulgaria is perceived in a more negative manner by the end-consumers and by media. In addition to that the HCAs have been bought by the end-consumers some time ago (approx. 10 years ago), but the producers’ guarantee has ended and that creates the chance for most of these allocators to stop working properly. The latter would have immediate effect on the monthly heat bills for the end-consumers. As the leading company for heat accounting on the Bulgarian market, Techem Services needed to be the first to communicate the required changes, which lead to causing additional payment for end-consumers.
The main task of the campaign was to educate the media and end-customers about the benefits of the radio-based heat cost allocator.
Media trip of key journalists covering the energy field to Techem headquarters in Germany, where they can learn from first-hand the benefits of the change and see for the first time a demo of the radio system for remote reading.
Real time demo of the remote reading for leading national TV stations, which resulted in massive coverage in all types of media (broadcast, print and online).
Development and popularizing of case studies in media of buildings, which has already installed the new system and the relevant benefits for the end-consumers, living of these buildings.
Alongside with the constant info flow to the media (news releases and statement), organization of interviews with happy clients of the service – property managers, who were perceived in the campaign as ambassadors with positive feedback.
Interviews with spokespeople of Techem Services in leading media outlets.
Prevention of crisis & successful issues management, all media covered the official company statements correctly. Over 150 positive and neutral articles and reportages, 85 of which in print media, 30 in electronic media (TV and radio), 35 publications in leading online media and information agencies. The key messages of the campaign were covered in 76% of the media coverage. By the end of 2010, 150 buildings have installed the new remote reading systems. Today, 88% of the installed devices are with remote reading. As a result of this campaign, the PR agency signed a long-term contract with Techem on a monthly retainer.
TECHEM'S REMOTE READING SYSTEM
Services: Brand PR; Media relations; Event management